Job Purpose

The Expert, Business Marketing & Brand is responsible for designing, executing, and managing end‑to‑end marketing, communication, and branding initiatives to drive business performance, enhance brand awareness, and elevate customer experience. This role ensures strategic alignment across business objectives, marketing priorities, and brand positioning, while maintaining consistency and quality across all brand touchpoints in the market.

Key Accountabilities (1)

Business Marketing Planning, Communications, and Program Performance Management
Proactively develop and propose comprehensive marketing plans for each period, translating strategic directions into concrete marketing and communication initiatives aimed at customer acquisition, retention, and value enhancement across segments, economic sectors, and consumer behavior groups.
Manage campaign execution progress, budgets, and marketing performance, ensuring initiatives are feasible, measurable (KPIs), cost‑optimized, and aligned with business objectives at each stage.
Collaborate cross‑functionally to develop communication plans for products, solutions, and services; ensuring consistency with brand positioning, core messaging, and the needs of each target customer segment.
Drive the implementation of service quality surveys (e.g., NPS, CSI), analyze results, identify experience gaps, and recommend improvement initiatives to enhance customer satisfaction, loyalty, and referral likelihood.
Support the design and execution of loyalty programs, periodic promotions, and personalized customer value propositions; working closely with internal functions and strategic partners to increase reach, engagement, and conversion effectiveness.

Key Accountabilities (2)

Marketing & Communication Content Development for Programs / Campaigns
Propose and develop multi‑channel communication content (email, SMS, push notifications, social media, mobile app, landing pages, etc.) tailored to each customer segment, campaign objective, and stage of the customer journey.
Collaborate with internal teams and external agencies to craft communication messages for customer care programs, product and service introductions, new policies, service procedures, and customer experience enhancement campaigns.
Ensure content quality and consistency, including clarity, alignment with the brand voice, relevance to each customer touchpoint, and compliance with legal requirements, industry standards, and risk‑control policies.
Monitor and evaluate content performance, analyze response data (open rate, CTR, conversion rate, sentiment, etc.), assess message effectiveness, and recommend improvements to optimize campaign results in subsequent phases.

Key Accountabilities (3)

Development and Execution of Marketing & Communication Campaigns
Contribute to the development of customer‑engagement strategies through integrated marketing campaigns, covering the full cycle from research, ideation, channel planning, and message design to execution, monitoring, and stage‑by‑stage performance evaluation.
Manage the campaign operating framework, including defining implementation standards, content–visual–channel approval processes, cross‑functional coordination guidelines, documentation (campaign guidelines), and post‑campaign reviews.
Work closely with internal teams and external media partners to deliver community programs, awards, events, conferences, PR activities, and other brand‑building initiatives aimed at strengthening brand awareness, corporate reputation, and engagement within target customer groups.
Propose innovative communication approaches, leveraging technology, customer data, and marketing automation tools to personalize experiences, tailor messaging to customer behavior, and improve campaign reach, relevance, and conversion performance.

Key Relationships - Direct Manager
Head of Marketing & Brand

Key Relationships - Direct Reports

Key Relationships - Internal Stakeholders
Other Units In Division, Other Units In Company

Key Relationships - External Stakeholders
Media & advertising partners; Press & mass media agencies; Technology & digital platform partners, Customers & communities

Success Profile - Qualification and Experiences

University degree majoring in Economics/ Finance/ Banking/ Marketing/ Business Administration
Master's degree or higher is preferred
Experience: at least 8 years in positions related to insurance, banking and/or management, Product Marketing, Corporate Customers
English: minimum TOEIC 650 or equivalent
Expertise
Understanding the organization
Knowledge of the company's products
Understanding the rules/operating processes in the unit

Expert, Marketing & Brand